1. Social Media 101
Getting Started with the Tools
DREW KELLER

2. Thursday’s Breakout Agenda
 Examples of Enterprise Social Media
 Tool Tour
 Social Media Best Practices

3. Social Media Tour

4. Twitter is not a
technology.
It's a conversation.
And it's happeningLIwith
CHARLENE
or without you.
CO-AUTHOR OF GROUNDSWELL

8. Do Don’t
o establish a presence on the social o create a page and fail to maintain it
networks your customers and
colleagues use o try a hard sell approach
o create a page to promote your o censor comments
organization
o spam your “fans/friends” with frequent
o point your “likes”to your school’s private messages – you’ll drive them
primary site away
o encourage a discussion and
participate frequently

10. o Video sharing sites let you upload
videos and share them with
people.
o They’re a perfect repository for
video blogs, taped seminars,
witty Power Points, how-to’s and
a behind-the-scene look at your
organization.

11. o helps you gain exposure and direct
traffic back to your website
o sparks interest
o videos can be low-fi and cheap to
produce - immediacy and content is
more important than quality.
o videos can be a place to showcase
your leadership team (think of it as a
way to make the boss look good)

12. Do Don’t
o be informative, useful, or o be afraid to experiment until you find
entertaining a formula that works.
o create a summary and detailed o pull down other people’s videos
description (copyright infringement)
o post video replies to others o make your video longer than it needs
to be – keep it concise and
o allow commenting and participate in entertaining
the conversation
o save bandwidth costs on your website
by hosting videos on YouTube

14. Twitter can help you:
o share timely information
o promote useful content including
resources, contests, deals, etc.
(not just your own)
o personify your brand
o connect with your students and
answer questions
o build credibility and influence
o research other institutions to learn
o network with experts in your field

15. Tools (Free or Cheap)

16. Seesmic

17. HootSuite

18. CoTweet
http://standard.cotweet.com

20. Twitter Practices

21. The biggest mistake we see
organizations make when they first hit
Twitter is to think about it as a channel to
push out information.
TIM O’REILLY & SARAH MILSTEIN
CO-AUTHORS OF THE TWITTER BOOK

22. 3 reasons to use Twitter:
• Get in front of breaking news.
• Reply to individual.
• Discovery

23. Do Don’t
o find and share useful content o sound like a press release – you’re in
a social space
o pose questions and reply to others
o spam with constant links to your
o keep it fun - put a friendly face on company website, either in tweets or
your brand private messages
o promote sales, deals, news, updates, o post useless information – do
and build buzz for big releases or people really care what you had for
events lunch?
o know what people are saying about
your brand

24. #

25. @

27. DM

29. bit.ly

31. Interested in Higher Ed legislation? Check
out my Twit list http://ow.ly/7aLZf
@nasfaa @usedgov @arneduncan
@EDFedRegister @justindraeger

33. Create relevant content by identifying spokespersons

34. Create relevant content by identifying spokespersons

35. Corporate Versus Personal Profiles
 School profiles are more one-way focused; less  Personal, conversational
conversational  Content shared is more about the person’s role
 Managed by more than one person in the organization
 Usually a relationship with PR | Community  Personal brand
Communications  80/20 rule
 Branded with logo, colors  Links to personal blog or LinkedIn account
 Some profiles are specific to organization  Employee “owned”
(i.e. admissions, football) or task (i.e. financial
aid)
 Links to organization home page, blog

36. Branding = Credibility

39. “80-20” Rule
can help
define you as
a trusted
advisor

40. Be Consistent
Conversational

41. Be respectful
Engage
Be Accountable

42. Include your URL in your Bio Hub & Spoke Model

43. Tweet Anxiety

44. Search for Facts

45. Find the Interesting

46. Tweet Every Day

47. o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched their biggest
screw-up's rise to the top 10 of a
Google search
o Admit your mistakes right away

48. o Don’t be afraid to share.
Corporations, like people,
need to share information to
get the value out of social
media
o Make your content easy to
share
o Incorporate tools that
promote sharing:
o Share This, RSS feeds,
Email a friend

49. o Don't shout. Don't broadcast.
Don’t brag.
o Speak like yourself – not a
corporate marketing shill or press
secretary
o Personify your brand – give
people something they can relate
to.

50. o Don’t try to delete or remove
criticism (it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an
explanation and legitimate
solution

51. o Whose job is social media? Do you need a specialist?
o You need buy in from everyone in the organization
o Convince your BOSS that social media is relevant to your organization
o Shape a POLICY you can live with
o Get your communications team together, discuss the options, then divide
and conquer with your team

53. 1. Word of Mouth peer-to-peer
discussions are more influential
than the mass media
2. Participate by enabling and
feeding the conversation
3. Be transparent & honest

54. Resources & Links
o PR 2.0 BrianSolis.com
o Social Media Today socialmediatoday.com
o Social Media Trader socialmediatrader.com
o Web Strategy by Jeremiah
web-strategist.com/blog
o Online Marketing Blog toprankblog.com
o Groundswell Blog blogs.forrester.com/groundswell
o Chris Brogan chrisbrogan.com
o Micropersuasion micropersuasion.com
o Six Pixels of Separation twistimage.com/blog
o PR Squared pr-squared.com

55. Thank You
drewkeller@storyguide.net
drewke@uw.edu
www.storyguide.net